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Jack Daniels

‘Storytelling!’ It’s up there with ‘big data’ as a phrase that’s kind of annoying but has yet to be improved upon by a better alternative.

Ultimately shorthand phrases are necessary because they save time. I’ve been guilty in the past of going ludicrously around the block to avoid the phrase ‘big data’. I believe if you look back through my previous articles you will find far more instances of me saying “the massive volume of available data” rather than “big data”.

I realise now that this is stupid. Most digital marketers know what you mean when you use ‘big data’ so therefore just say it. The annoyance comes from when people either use it wrong or use it blindly, this is why buzzwords are so excruciating.

So how about ‘storytelling’ then? It’s not only a phrase we’ve all heard at conferences and meeting rooms for a number of years now, but it’s also one we’ve grasped from our earliest days.

This week it’s all about sports and whiskey on our weekly showcase of The Dachis Group’s Social Business Index.

Our focus is on two well-known brands – Olympic sponsoring footwear specialist and a drinks distributor – as analyzed by Stephanie Fuller of the Dachis Group team.

We’ve also taken a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.